Due to the popularity and exponential growth in the area of cosmetic injectables, it would seem to be the obvious treatment to add when venturing into aesthetics. But is this the case?
The majority of medical practices add cosmetic injectables (anti-wrinkle injections and dermal fillers) as their first aesthetic treatments. For some, this is the beginning of a positive experience and growth in the non-Medicare revenue aesthetic side to their practice. However, for many, they simply can’t get it to work.
There are 3 traps that many GPs and practice owners fall into when adding cosmetic injectables to their practice.
1) Not being able to speak to patients about cosmetic injectables during a GP consult.
A big bonus for a medical practice is they usually have a large database and high foot traffic of new and regular patients every day. However, not many, if any patients book a GP consult about their ageing skin or wrinkles. This leaves patients having to stumble across the brochures in reception and talk to a busy receptionist about cosmetic injectable treatments. Not having the opportunity to speak about the aesthetic treatments offered in practice is a major reason many GPs are not currently doing consistent volume with their aesthetic treatments.
Consider a concern like urinary incontinence, this affects approximately 5 million Australians over the age of 15 with around 40% of women and 11% of men suffering from one form of incontinence or another at some point in their life. This is certainly a concern that a man or a woman would book a GP consult for and something that could be treated in-practice with non-invasive solutions. This makes it easier to talk to a patient about in-practice treatment options via an aesthetic brand within the medical centre.
2) Trying to compete with local beauty/ cosmetic clinics
Many GPs begin promoting cosmetic injectables to the general public via Google, Facebook, flyer drops etc, ignoring the medical practice database. When trying to find new patients for injectable treatments who have never heard of the practice before, this means competing with the local beauty salons or cosmetic clinics and chains who are constantly shouting about their specials on cosmetic injectables. If promoting injectable services to people who have not visited the practice before, who don’t know the experience or expertise in the practice, this means competing with other local clinics and beauty chains on price alone. However, if communicated in an educational way to current patients who are familiar with the practice then patients no longer consider just price.
3) “Hope-based” marketing of cosmetic injectables
Having a clear plan for adding and promoting aesthetic treatments or new paid services in practice is a sensible starting point. While most GPs recognise this, it’s not the reality for most medical practices.
Below, you can find marketing strategies for promoting cosmetic injectables to a current database and new patients. But the reality is, many medical practices fall into the trap of, “if I build it, they will come”. Just adding anti-wrinkle injections and dermal fillers will not result in a steady flow of patients for injectable treatments. The same goes for adding brochures in reception for patients to discover. A proactive strategy of educating patients about injectables, the benefits, and the risks is needed.
With minimal advertising, cosmetic injectables can be successful in a medical practice if there is a system or set of processes to educate patients on these treatments.
One of the biggest areas of opportunity with anti-wrinkle injections is education. Many people (men and women) have thought about reducing their unwanted wrinkles or facial features with anti-wrinkle injections, but have done nothing about it. This could be out of fear of what others might think or the perceived risks of the treatment. As a GP and source of information, this is a great place to educate the database via SMS, email and VIP in-practice events about what anti-wrinkle injections and dermal fillers are, what they can be used for and what to expect during and after treatment. This can turn many current patients into loyal injectable patients. At the very least it will ensure they have the knowledge on a popular treatment from a doctor.
What else is there apart from Cosmetic Injectables?
One of the foundation areas Aesthetic Business Results work with GPs on in the 3-step system to add or expand aesthetic treatments, before helping a practice to market their aesthetic treatments, is choosing the right aesthetic treatments. The right aesthetic treatments for a practice could be cosmetic injectables, but for most GPs, the best treatments are those that treat the concerns that doctors are diagnosing every day in their medical practice.
Next Article: 3 Reasons GPs Are Adding Aesthetic Treatments